Competitor Keyword Research for SEO [Melbourne #seomeetup]

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  • 1. 5th June 2013Competitor Keyword Research for SEOby Jason Mun1
  • 2. JasonMun.comIntroduction2200520082009201120122013Systems AnalystWeb AnalystSenior SEO SpecialistSenior Search SpecialistSEO ManagerIndependent SEO Consultant Brands I’ve worked on…@jasonmunplus.google.com/110294128730059915083Jasonmun.com
  • 3. JasonMun.comSpy on Competitors…31. Data Gathering – Tools of the Trade2. Analyse Data & Metrics3. Filter & Categorise4. Adapt & Execute
  • 4. JasonMun.comData Gathering – Tools of the Trade4
  • 5. JasonMun.comSEMrush – Paid Tool5Enter URLSelect Organic > PositionsNumber of keywordsranking in Top 20Export data in toCSVOUCH!Link: www.semrush.com
  • 6. JasonMun.comSEMrush – Data Export6Keep these Don’t need theseUse these URLs withGoogle Keyword ToolContent Ideas!
  • 7. JasonMun.comGoogle Keyword Tool7Link: https://adwords.google.com/o/KeywordToolMake sure you arelogged inEnter URL hereSet targetingoptionsUse exactmatchSort by localmonthly searchesDownload data into CSVRepeat process with other URLs (deep pages)
  • 8. JasonMun.comGoogle Keyword Tool – Data Export8Use Find & Replace toremove squarebracketsDon’t need these
  • 9. JasonMun.comScreaming Frog – Free & Paid9Enter URLScreaming Frog scrapes thefollowing informationLink: http://www.screamingfrog.co.uk/seo-spider/
  • 10. JasonMun.comMeta Keywords a Dead Giveaway10Select metakeywordsKeywords that competitorsare targetingPro Tip: Remove the meta keywords tag if you are still using themExport data in toCSV
  • 11. JasonMun.comTitles, Descriptions & Headings11Repeat process with page titles, metadescriptions & header tags
  • 12. JasonMun.comScreaming Frog – Data Export12Use some Excel wizardy and clean up the data!
  • 13. JasonMun.comOpen Site Explorer - Paid13Link: http://www.opensiteexplorer.orgEnter URLSelect thistabChoose this optionExport data in toCSVThis will tell you what keywords competitors arefocussing on for link building
  • 14. JasonMun.comOpen Site Explorer – Data Export14Use Excel filteringoptions to removebrand, URL, img & noiseWhat’s left are commercial anchor text links
  • 15. JasonMun.comAnalyse Data & Gather Metrics15Merge all CSV exports into a Master spreadsheetDe-dupe thekeyword listMissing data fromScreaming Frog & OSE
  • 16. JasonMun.comGather Missing Search Volume16Filter list by“Blank” searchvolumePaste keywordshere in 2.5kbatchesPRO Tip:If you have access to the Google Adwords API, use SEOgadget’s Excel Pluginhttp://seogadget.com/google-adwords-plugin-excel/
  • 17. JasonMun.comCategorise & Filter Keyword List17Categorise keywords(product type, location,brand, etc)Determine keywordrelevancy to your brand
  • 18. JasonMun.comFilter, Cull & ShortlistHere are some pointers to help with the filtering process:• Is the keyword relevant to my brand?• Do we have the product/service/content to supportthat keyword?• Can we create content around that keyword?• Do not ignore low volume keywords, they could becontent ideas18
  • 19. JasonMun.comTaking It Further19Add the shortlist of keywords in to your favourite keyword ranking tool – Checkhow your competitors are ranking
  • 20. JasonMun.comUse Excel to Visualise & Analyse20Excel pivot tables and charts are your best friends!Ranking well on lowvolume & longer tailkeywordsRanking well on highsearch volume keywords
  • 21. JasonMun.comApply Findings to Your Own Website21Reprioritise yourSEO effortsOptimise on-site &off-site based onfindingsAdd to existingcontentplan/calendarPlan for growth
  • 22. JasonMun.comThank You!22@jasonmunplus.google.com/110294128730059915083Jasonmun.com
  • 23. JasonMun.comCredits & LinksThanks to:Slide 1 – http://www.honeybar.com.auSlide 3 - http://www.flickr.com/photos/anonymous9000/2663313056/sizes/o/in/photostream/Slide 4 - http://www.flickr.com/photos/cogdog/Slide 21 - http://www.flickr.com/photos/krasimira_nevenova/Slide 22 - http://www.flickr.com/photos/23679420@N00/Useful Links:http://www.semrush.comhttps://adwords.google.com/o/KeywordToolhttp://www.screamingfrog.co.uk/seo-spider/http://www.opensiteexplorer.orghttp://seogadget.com/google-adwords-plugin-excel/http://www.advancedwebranking.com/http://www.rankerizer.com/http://tools.seobook.com/firefox/rank-checker/23